13cabs has partnered with Anna Gare for a cooking show that aims to highlight the cultural diversity of cabbies in Australia.
Taxi firm 13cabs has branched into branded content investing in a new TV series that stars celebrity cook Anna Gare and a team of real life cab drivers.
The show, called Anna Gare’s Cab Fare, follows the TV cook as she gathers stories and recipes from 13cabs’ diverse network of cab drivers.
Inspired by their stories, she cooks up meals that incorporate their diverse backgrounds.
Running on the Nine Network every Saturday and repeated every Sunday on 9GEM, the ten-part series debuted with Anna teaming-up with Dhruv, a young 13cabs driver originally from Northern India, who has been a cab driver in Melbourne for the past 11 years. You can watch the episode here.
The TV series is a new approach for 13cabs, which has in the last year ramped up its marketing efforts in a bid to stay relevant as ride-sharing services continue to enter Australia.
In the last year, after appointing Thinkerbell, it's introduced a new brand ambassador for 13cabs in Serge and rolled out digital and outdoor campaigns.
Gare says she hopes the series spurs others to have conversations with their cab drivers.
“Working with the 13cabs drivers has been a fantastic experience. The show uncovers traditional dishes from the 13cabs driver’s homeland, while importantly delving into their personal experiences in transitioning their lives to Australia from countries all over the world like Pakistan, Afghanistan, France, Cambodia, Somalia, Lebanon and the Middle East just to name a few," she says.
13cabs CEO Andrew Skelton says: “The cab industry has done more for inclusivity and embracing new Australians of various culture for many years, providing a way for them to integrate into the workforce and community. We are so glad to support this series and help celebrate the diversity of the 13cabs drivers. They are the backbone of 13cabs and celebrating their various cultures via this show is an absolute honour."
The show was developed by Anna Gare, Tim Thatcher from Armchair Safari, Essential Media and Thinkerbell, in partnership with 13cabs.
